Marketing Management for Coles Supermarkets Australia Pty. Ltd.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

1MARKETING MANAGEMENT
Table of Contents
Issue 1.............................................................................................................................2
Background of Coles..................................................................................................2
Mission statement and slogan of Coles......................................................................2
Marketing approach taken by Coles...........................................................................3
Description of the products........................................................................................3
Issue 2.............................................................................................................................3
Company - SWOT analysis of Coles.........................................................................3
Customers of Coles....................................................................................................4
Collaborators of Coles................................................................................................5
Competitors of Coles..................................................................................................5
Context of business - PESTLE Analysis of Coles.....................................................6
Issue 3.............................................................................................................................8
Customer needs and wants.........................................................................................8
Competitor Analysis...................................................................................................8
Context of the business environment.........................................................................9
Role of the collaborators..........................................................................................10
Issue 4...........................................................................................................................10
Target Market of Coles............................................................................................10
Value Proposition of Coles......................................................................................10
Positioning of Coles.................................................................................................11
Issue 5...........................................................................................................................12
Marketing tactics..........................................................................................................12
Marketing mix of Coles...........................................................................................12
Porter’s five forces analysis of Coles.......................................................................14
Porter’s competitive strategy....................................................................................15
Conclusion....................................................................................................................16
References....................................................................................................................17

2MARKETING MANAGEMENT
Issue 1
Background of Coles
Coles Supermarkets Australia Pty. Ltd. which trades with the name of Coles operates
in the supermarket based industry of the country. The major areas which are an important part
of the operations of Coles mainly includes, the retail services chain, consumer based chain.
The headquarter of the organization is thereby located in the Melbourne and Coles operates
under its parent company named Wesfarmers. The organization was established in the year
1914 in Melbourne by George Coles (Coles.com.au 2018). The company now operates more
than 800 stores in many areas of Australia. The employee base which has been developed by
the company is more than 1,00,000. More than 80% of the total share in the retail market of
Australia has been gained by the two major retail organizations in the country, Woolworths
and Coles.
Mission statement and slogan of Coles
The mission statement of Coles is thereby based on the innovation based capabilities
of the company which have made them leaders in the industry and has further been helpful in
providing effective levels of value to the customers. The superior services and convenience
which is offered to the consumers is also considered to be a major part of the mission
statement. The slogan that has been followed by Coles in its operations in the retail industry
is “Serving you better” (Coles.com.au 2018).
Marketing approach taken by Coles
The marketing related approach that has been applied by Coles in the industry is
based on the effective shopping based experience that is provided to the consumers. The
company mainly aims at providing effective levels of value to the customers.

3MARKETING MANAGEMENT
Description of the products
The products that are offered by Coles in the market mainly include, baby products,
dairy based products, fresh vegetables and fruits, liquor, gluten free products and meat.
(Barros, Hernangómez and Martin-Cruz 2016)
Issue 2
Company - SWOT analysis of Coles
Strengths
 The returns that are provided by the
capital expenditure are high for
Coles Supermarkets.
 The levels of customer satisfaction
of Coles are quite high in Australian
retail industry.
 The portfolio of the brand in the
market is quite strong which acts as
a major factor in attracting the
customers (Daspit et al. 2017).
Weaknesses
 The major weakness is based on the
positioning based activities of the
products that are performed by
Coles.
 The major challenges that are posed
by the new organizations are not
faced in an effective manner by the
company.
 The investment in new technologies
is lacking (Demir, Wennberg and
McKelvie 2017).
Opportunities
 The new policies based taxation are
able to affect process by which
business operations are conducted.
 The environmental policies which
are formed in the retail industry can
act as a major opportunity for the
company.
 The start of new markets has proved
to be a major opportunity for growth
based operations of Coles (Durand,
Grant and Madsen 2017).
Threats
 The implementation of new and
improved technologies by the
competitors is a major threat for the
company.
 The organization has been facing
major lawsuits in the course if its
operations in the Australian retail
industry.
 The rising costs of raw materials is
also a major threat to the operations
of Coles (Dyer et al. 2015).
Customers of Coles
The customer base of Coles mainly lies in the household based sector. The
homemakers are thereby considered to be most important customers of Coles in the retail
sector of Australia. The major buying related decisions are thereby taken in an effective